Follow on Google News News By Tag Industry News News By Place Country(s) Industry News
Follow on Google News | LGBT Pride Goes Mainstream: Is it Still Good for Business?69% of LGBTs Surveyed Have Favorable Opinion of Pride Sponsors
By: Kompren A recent quick poll of LGBT Americans by insights and analytics firm Kompren found that the vast majority (87%) view Pride as both a social and political event. Moreover, the LGBT audience is highly sensitive to the approach and messaging of corporate sponsorships at Pride. "With an estimated annual purchasing power approaching $1 trillion, the LGBT market now rivals other minority groups," said Ben Piper, Principal Analyst at Kompren. "This is a fact not lost on marketers, who are increasingly executing outreach strategies aimed at attracting and retaining the segment." The role of corporations in supporting LGBT Pride has inspired much debate, but a majority (69%) of LGBTs surveyed have a favorable impression of companies sponsoring Pride events, and 59% say they're able to recall specific brands afterwards. Simply slapping a rainbow flag on a product is not enough, however. "Our research suggests that while LGBT audiences value these statements of inclusivity, they are also looking for authenticity," The Kompren study, "LGBT at Work: The Business of Inclusivity" For more information on the study, or to receive an Executive Summary, contact info@kompren.com About Kompren Kompren is an insights and analytics firm dedicated to connecting clients to multicultural, diverse, and influential audiences. Kompren works with clients through multi-client and custom research services, workshops and consulting engagements. For more information, please visit www.kompren.com End
Account Email Address Account Phone Number Disclaimer Report Abuse
|
|